five key takeaways from brand the change, the book
What are the key takeaways from Brand the Change by Anne Miltenburg? How does Anne believe branding can help advance social and environmental change? Here are the key takeaways readers have shared with us.
Brand the Change is the ultimate branding guide for social entrepreneurs, disruptors, not-for-profits and corporate troublemakers. Available in paperback and ebook worldwide.
What is the book, brand the change, about?
Building a brand is hard enough. Building one to change some of the massive problems we are facing in the world today - well that just feels undo-able.
In Brand The Change, brand developer Anne Miltenburg unpacks the brand building process in practical steps with examples from the purpose-driven brands, b corps, social enterprises, NGOs, charities, individuals and movements. The book offers the tools and exercises to build your own brand and offers a rich array of tips from trademarking to digital marketing, and inspires with case studies of successful change making brands.
We look at the anatomy of a brand, and the structure underneath the surface.
The content is developed based on years of experience in building brands, conversations with dozens of changemakers and understanding what their branding challenges and need for knowledge and skills are. The author tested the content extensively with hundreds of workshop participants.
It contains 23 tools and exercises, 14 case studies from change making organisations across the world and 7 guest essays from experts.
What are the key takeaways from brand the change?
#1 HOPE IS NOT A BRAND STRATEGY
Good products (and products for good) don’t sell themselves. We can’t just crossour fingers and hope they go viral. We have to be intentional about how we get our ideas for change into people’s heads, hearts and hands.
#2 CONFUSIONIS YOUR ENEMY
Getting to a clear and simple ‘why’ and ‘what’ is crucial to get people on board with your idea for change. Simple is hard. It requires work - it’s a journey. Put yourideas out there. Test, adapt, test again. Your brand is in perpetual beta.
#3 MEET PEOPLEWHERE THEY ARE
Leading your brand with social or environmental change is not always the best route to impact. It all depends on what matters to your audience. If we want people to embrace change, we need to meet them where they are.
#4 BRAND THINKINGIS AN ESSENTIAL SKILLFOR CHANGE-MAKING
To articulate clearly who you are, what you do, and why it matters... A plan that outlines who you need to get on board with change, and how you will get there...
These are not luxuries, they are neccessities.
#5 BRANDING DOES NOT HAVE TO BE VAGUE OR COMPLEX
There is a process to follow, tools to make it easier, and experience of others to build on. We need to simplify and democratise this knowledge.
Get your copy of brand the change
Brand the Change is the ultimate branding guide for social entrepreneurs, disruptors, not-for-profits and corporate troublemakers. Available in paperback and ebook worldwide.